Creating a LinkedIn Lead Form

LinkedIn Lead Forms let you gather contact information directly from users who interact with your LinkedIn ads, without requiring them to navigate to an external website. This guide will walk you through the process of building a lead form within LinkedIn's Ad Manager and preparing it to send data to your CRM.

Step 1: Access the Lead Form Builder

Begin by creating a new campaign in LinkedIn Ad Manager and selecting Lead Generation as your campaign objective. When you reach the ad creation stage, you will see an option to Select a Lead Form. Click the Create New button to open the Lead Form Builder.

Step 2: Provide Basic Form Details

First, you must give your form a name. LinkedIn will automatically generate a name with a timestamp, but you can change this to a more descriptive title that is easier to identify later. The name can be up to 256 characters long.

Step 3: Craft the Greeting Section

This section creates the first impression for users. You need to add a headline, which is required and can be up to 60 characters. You can also add an optional details section, with a maximum of 160 characters, to provide a brief introduction to your offer.

Step 4: Select the Language

Choose the language in which your form will be displayed to ensure a localized experience for your target audience.

Step 5: Set Up Your Questions

This is where you define the information you want to collect. You can include:

• Prefilled Fields: Up to 12 standard fields like First Name, Last Name, and Email, which are automatically filled from the user's LinkedIn profile.
• Custom Questions: You can add up to 3 custom questions, which can be either short answer or multiple choice.
• Hidden Fields: Up to 20 fields that are not shown to the user but are submitted with the form data. These are useful for internal tracking, such as campaign IDs.

Step 6: Map Form Fields to Your CRM

To ensure the leads captured by the form are properly organized in your CRM, you must map each LinkedIn field (prefilled, custom, and hidden) to a corresponding contact field in your CRM. This step is crucial for seamless integration with your workflows and automations.

Step 7: Configure Data Privacy Settings

You are required to provide a URL to your company's privacy policy. You can also add optional additional privacy text. For compliance, you can add up to 5 consent checkboxes for regulations like GDPR or for marketing opt-ins.

Step 8: Design the Confirmation Page

After a user submits the form, they are shown a confirmation page. You can customize a headline (up to 60 characters) and a description (up to 300 characters). You also have options for a Call-to-Action (CTA), such as directing users to a website, offering a file download, or providing a click-to-call phone number.

Step 9: Preview and Save the Form

A live preview panel on the right side of the builder shows how your form will appear on both desktop and mobile devices. Review all elements, including text, field mapping, and privacy details. When you are satisfied, click Create Form to save it.

Best Practices

• Keep the form short to improve completion rates.
• Use a compelling headline and description to clearly communicate the value of your offer.
• Always include at least one consent checkbox for compliance.
• Utilize hidden fields for advanced tracking and attribution.
• Always preview your form thoroughly before launching your campaign.